Fox channel says retail lobbyist "didn't disclose" identity

Jordan Golson — Wed, 28 Nov 2007 08:14:32 EST

Yesterday, Fox Business Network interviewed an "online shopper" named Peter Perweiler who turned out to be the marketing director for the National Retail Federation. The NRF says it organized a media event so reporters could interview "real" shoppers. Silicon Alley Insider got one explanation from the NRF. We got another, very different explanation, from Fox News.

An excerpt from a statement by NRF spokesman Scott Krugman:

During the event, it was clear to all who attended that NRF staff members were onsite and that some were shopping ... All consumers who were interviewed were approached directly by the media. It was neither hidden nor disguised to reporters that some shoppers at the event were employed by the National Retail Federation. In one instance, an NRF staff member specifically identified himself and the reporter chose to interview him regardless.

Ah, so the NRF says it was Fox who screwed up.

But I heard from Fox reporter Rich Edson, who was covering the story. He said:

The NRF never disclosed the fact that their employees were going to be partaking in online shopping. Mr. Perweiler did not identify himself and I was unaware that he was with the NRF.

So NRF says that everyone knew what was going on and Fox says they were clueless. But here's the real travesty: Fox producers never even went looking for real shoppers; they were happy to send a reporter to a staged event, where shoppers were served up for them. Here's a copy of the pitch that the NRF sent to media organizations.

Fox Business Network interviewee not "fair and balanced"

Jordan Golson — Mon, 26 Nov 2007 20:13:46 EST

Fox Business conducted "man-on-the-street" interviews for "Cyber Monday." (Note: I want to gouge my eyes out when I hear that ridiculous name, myth or not.) The object? To see if people really were shopping online more. Let's not even get into the question of why Fox thought they'd find people shopping online if they were interviewed on the street. Even so, a Fox reporter found Peter Perweiler at the ESPN Zone in Washington, D.C.

Perweiler had this to say when asked about his online shopping plans: "I'm looking at some big-ticket items this year so I really want to know what other people — problems they're having with items, things of that nature." Ah yes. That's what the internet is good for. Unbiased reviews. But wait, Perweiler is hardly unbiased. Silicon Alley Insider noted that Perweiler is the marketing director of the National Retail Federation. Did Fox know who he was, or was it just a coincidence?

This isn't FBN's first flub since they launched. A couple of weeks ago, FBN erroneously reported that Apple was buying a large stake in AMD. Apple wasn't. An investment company in Abu Dhabi was. Whoops. Fair, balanced ... and sloppy? As long as Fox flubs in all directions, I suppose there's no reason to complain.

Gawker: valleywag, peter perweiler

Fox channel says retail lobbyist "didn't disclose" identity

Fox Business Network interviewee not "fair and balanced"